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出 版 社：
东北财经大学出版社
- 出版时间：2005-12-1
- ISBN：7810847147
- 页数：514
- 版次：第1版第1次
- 开本：16开
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内容简介
本书是战略营销领域最畅销的教科书之一。作者主要采用理论与实践相结合的方法，以大量的案例介绍了分析和解决营销问题所需的概念和工具，并生动地阐述了营销中存在的问题和解决方法。具体内容主要包括：战略管理基础、营销决策、机会分析、市场细分和目标市场选择、服务策略和品牌管理、整合营销沟通策略、定价策略、综合营销计划等。
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目录介绍
CHAPTER 1
Foundations of Strategic Marketing Management
Appendix：A Sample Marketing Plan
CHAPTER 2
Financial Aspects of Marketing Management
CHAPTER 3
Marketing Decision Making and CaseAnalysis
CHAPTER 4
Opportunity Analysis，Market Segmentation and Market Targeting
Jones-Blair Company
RogerA．Kerin eBay’s Globalization Strategy
Janet Fieldstein，Antonio Davila，and George Foster Camar Automotive Hoist
Gordon H.G McDougall
Vector Marketing Corporation：Growth Drivers
RobertA．Peterson
CHAPTER 5
Product and Service Strategy and Brand Management
Dr Pepper／Seven Up，Inc．
Squirt Brand
RogerA．Kerin
Softand SttkyShavingGel
RogerA．Kerin
Perpetual Care Hospital：Downtown Health Clinic
RogerA．Kerin
Frito Lay Company：CrackerJack
RogerA．Kerin
Swisher Mower and Machine Company：
Evaluating a Private Brand Opportunity
RogerA．Kerin and Wayne Swisher
CHAPTER 6
Integrated Marketing Communication Strategy and Management
Carrington Furniture，Inc．(A)
RogerA．Kerin
Carrington Furniture，Inc．(B)
RogerA．Kerin
Drypers Corporation：National Television Advertising Campaign
RogerA．Kerin
Craft Marine Corporation
RogerA．Kerin andRobertA．Peterson
Make-Up Art Cosmetics(M．A．C)Ltd．
Vic Casale andJohn S Hulland
CHAPTER 7
Marketing Channel Strategy and Management
Gateway,Inc．
RogerA．Kerin GolfLogix：Measuring the Galne ofGolf
John T.Gourville andJerry N.Conover Masterton Carpet Mills，Inc．
RoerA．Kerin
……
CHAPTER 8
CHAPTER 9
CHAPTER 10
APPENDIX
Foundations of Strategic Marketing Management
Appendix：A Sample Marketing Plan
CHAPTER 2
Financial Aspects of Marketing Management
CHAPTER 3
Marketing Decision Making and CaseAnalysis
CHAPTER 4
Opportunity Analysis，Market Segmentation and Market Targeting
Jones-Blair Company
RogerA．Kerin eBay’s Globalization Strategy
Janet Fieldstein，Antonio Davila，and George Foster Camar Automotive Hoist
Gordon H.G McDougall
Vector Marketing Corporation：Growth Drivers
RobertA．Peterson
CHAPTER 5
Product and Service Strategy and Brand Management
Dr Pepper／Seven Up，Inc．
Squirt Brand
RogerA．Kerin
Softand SttkyShavingGel
RogerA．Kerin
Perpetual Care Hospital：Downtown Health Clinic
RogerA．Kerin
Frito Lay Company：CrackerJack
RogerA．Kerin
Swisher Mower and Machine Company：
Evaluating a Private Brand Opportunity
RogerA．Kerin and Wayne Swisher
CHAPTER 6
Integrated Marketing Communication Strategy and Management
Carrington Furniture，Inc．(A)
RogerA．Kerin
Carrington Furniture，Inc．(B)
RogerA．Kerin
Drypers Corporation：National Television Advertising Campaign
RogerA．Kerin
Craft Marine Corporation
RogerA．Kerin andRobertA．Peterson
Make-Up Art Cosmetics(M．A．C)Ltd．
Vic Casale andJohn S Hulland
CHAPTER 7
Marketing Channel Strategy and Management
Gateway,Inc．
RogerA．Kerin GolfLogix：Measuring the Galne ofGolf
John T.Gourville andJerry N.Conover Masterton Carpet Mills，Inc．
RoerA．Kerin
……
CHAPTER 8
CHAPTER 9
CHAPTER 10
APPENDIX
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